The PowerPoint Nation: Branding an Imagined Commodity

Göran Bolin and Per Ståhlberg

European Review, 2021, vol. 29, issue 4, 445-456

Abstract: In the formation of the modern nation state and the social imaginary of nationalism in the nineteenth century, the media and representational practices have, among most scholars, been ascribed a prominent position. The question is, however, how have changes in media technologies, from mass media to digital and interactive personal media, impacted on the national imaginaries over the past few decades? This article discusses what happens with the social imaginaries when national(ist) symbols are reproduced through the medium of PowerPoint, as one of the main tools for constructing images of the nation in nation-branding campaigns, i.e. promotional campaigns initiated by governments in conjunction with corporate actors with the aim of producing an attractive image of a country for foreign investors and tourists. It is concluded that the representational technology of PowerPoint produces a nation as an imagined commodity rather than an imagined community.

Date: 2021
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